Miami Open 2024 | Mural Design
Joaquin Cardelli
Initial Conceptual Development and Morphological Exploration for the Miami Open 2024 mural. The strategic brief required capturing movement and youthful energy using a vibrant, digital aesthetic. The design aimed to create an immersive, welcoming space that actively encouraged public interaction and user-generated content by serving as a photo opportunity.
Detailed Morphological Exploration for the construction of key graphic shapes and assets, ensuring visual coherence across all campaign deliverables.
Creation of Initial Animated Social Media Assets. The tactical goal was the digital appropriation of the tennis court space to generate unique, highly shareable content, maximizing digital engagement and visibility across platforms.
Across both vector production and photographic editing, the core strategy was to break the fourth wall through the dynamic use of movement and perspective. This generated a compelling visual identity, actively inviting the spectator to feel part of the Miami Open's energy and the game.
Design of On-Site Distribution Assets: Vector posters and informative postcards created to complement the physical event experience and guide attendees.
Final Digital Sketch and Render of the mural, prior to physical implementation.
The Final Mural Implemented at the event stand, serving as a primary focal point and brand activation touchpoint.
This project focused on brand activation and creating an immersive visual experience for the Miami Open 2024.
Strategic Objective: To design a large-scale mural that embodied movement, youth, and a vibrant digital aesthetic, with the goal of fostering public interaction and driving social content generation (UGC).
Execution: Detailed morphological exploration was developed to create the mural art. The visual strategy focused on "breaking the fourth wall" through the dynamic use of perspective and movement, actively inviting the spectator to feel part of the game's energy.
Deliverables: Included the final digital sketch, the mural implemented at the stand serving as a primary brand activation touchpoint, animated social media assets designed to maximize digital engagement, and physical distribution materials (posters and informative postcards).
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Posted Jun 4, 2025
Mural concept for Miami Open 2024. Focused on digital aesthetic, movement, and youth. Designed an immersive space to drive public interaction.
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Timeline
Jan 2, 2024 - Jan 3, 2024
